GET IN GO FAR - A CAMPAIGN TO CREATE 3 MILLION APPRENTICES
OBJECTIVE
To create a new societal norm where apprenticeships are an
expected and respected route into work.
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2
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Young people and influencers:
To improve perceptions of
apprenticeships among young
people, parents, teachers and
employers (apprenticeships seen as
equal to university, offering a degree,
and available within aspirational
industry sectors.)
KPIs: Increased agreement across following statements:
•  You can get a degree through an apprenticeship
•  Going to university is essential to getting a good job
•  Apprenticeships are for high achievers at school
•  An apprenticeship is a real job with training
•  Apprenticeships are offered by many high quality and
prestigious companies
To encourage young people to apply
for apprenticeships
KPIs:
•  Increased number who claim they will definitely/probably
consider going an apprenticeship in next 12 months
•  Increased applications (5% increase in 16/17 compared to
15/16)
To encourage more employers to
offer apprenticeships/expand their
programmes.
KPIs are under review but will focus on attitude change and
business leads.
WHAT OUR MEDIA NEEDS TO DO
DISCOVER THE SKILLS TO GO FAR
Young people who are just experiencing
work for the first time or proudly doing an
apprenticeship. This is their story - about
what it’s like to be young and what it’s like
to have aspirations.
GET IN
GO FAR
INSPIRE
CONNECT
DIRECT
APPLY
3
CHANNEL STRATEGY
VoD and
Video
SEEDING
TV
MASTER ADVERT
WEBSITE
OOH
COMPILATION FILMS
48 SHEET AND 6 SHEET
APPRENTICE STORY ADVERTS*
PR and
SOCIAL
MEDIA
OWNED
AND
EARNED
EMAIL DISTRIBUTION
CAMPAIGN TOOLKIT
EMPLOYER
EMAIL DISTRIBUTIONS
CAMPAIGN TOOLKIT
MEDIA /
CONSUMER
MINISTERS
MP LETTER
4
CAMPAIGN EVALUATION
EVALUATION
INPUTS: TV, digital/mobile/social, OOH advertising, press releases/briefings,
social posts, partner briefings/engagement
Website
•  1 million visits to the Get in Go
Far (GIGF) microsite
•  Over a third continue onto Find
An Apprenticeship (FAA) site
to search for vacancies.
PR
•  90+ pieces of coverage (vs
annual KPI 180). Sentiment
90% positive/10% neutral, with
90% containing 1+ key
messages.
Digital
METRICS
OUTPUTS
(May- Sep)
•  Digital display: 30 million+
impressions, 27,000+ clicks.
67% of clicks on GIGF driven
by display ads go on to FAA to
search for opportunities.
OUT-TAKES
(July)
SHORT-TERM
OUTCOMES
Tracking research run in July 16 shows that:
•  The number of applications driven
directly by the campaign: 4.8% of
•  50%+ young people strongly agree/agree that
FAA visitors, driven from GIGF,
you can get a degree through an
have submitted 9,811
apprenticeship, +7 %
apprenticeship applications
•  Around every 4 in 10 young people surveyed
•  Young people unprompted
believe it is true/probably true that degree
awareness of advertising 33%
apprenticeships are of equal status to a
(20% baseline)
university degree, plus 3 percentage points
since the campaign began.
•  Parents unprompted awareness of
advertising 20%(12% at baseline)
•  Almost 8 in 10 young people surveyed strongly
agree/agree that an apprenticeship is a real
•  Employer – 63% spontaneous
job with training, an uplift of 5 percentage
awareness of recent publicity
points since the campaign began.
about apprenticeships activity –
raises to 72% for large businesses
5
WHAT WE LEARNED
Programmatic display and
search got off to a great start
directing over 270k clicks to
the Get In Go Far website.
. Our videos perform particularly well
with a VTR of 5.98% (benchmark 2%)
Seeding videos work well 67% average view through
rate, CTR 3.31% (above 2%
benchmark).
High awareness (but significantly
lower amongst BME parents) but may
include people with incorrect
perceptions.
Promoting aspirational and
degree apprenticeships but
employers posting limited
numbers
Facebook has done well amongst
parents while Instagram was stronger
on the younger segments.
Twitter has performed poorly even at
crucial periods like exam results.
TV generated the strongest
awareness of all channels (42%
young people, 30% parents)
OOH was the second largest
awareness driver after TV achieving
30% awareness with young people
and 16% with parents, and in
relation to investment this
performed strongly.
PPC was the strongest conversion
driving channel.